India Online Landscape 2011
Profiling ‘online Indians’ as internet users and consumers
What’s new this year!
•
Estimate of internet users ‘universe’ includes those accessing internet on
their mobile phone
•
Users also profiled as consumers of a variety of products and services
(FMCG products, Wearables, Household & Kitchen durables, Automobiles, Banking services, Mobile and Travel services)
•
Data updates
(except internet users universe estimates)
to be available on quarterly basis
Study Overview
• Most recent and comprehensive estimates of Internet user-ship in India
User-ship estimates based on a land survey conducted among 201,839 individuals spread across all 4 regions of the
country between Apr-Mid June 2011 (covering 32,876 households in 104 cities and 15,889 households in 766 villages).
Estimates cover both ‘regular’ and ‘occasional’ users as well as both ‘computer’ and ‘mobile’ based internet users
• Insightful understanding of net usage behavior and preferences of
regular online Indians
Findings on ‘net usage dynamics’, ‘online activities undertaken’, ‘website preferences’ and ‘consumption and lifestyle
preferences’ are based on an online survey conducted between Mar-Mid June 2011 among 12,425 ‘active’ internet users
from Juxt’s own online panel of 180,000+ internet users. Quarterly updates will also have 10,000+ sample per quarter
• Understanding of online Indians as ‘consumers’ and not just as faceless
net users
Includes their socio-economic status, consumption preferences of a variety of products and services, online shopping
behavior and website and media preferences reported on the ‘most used’ basis. Website preferences captured for over
40 online verticals/domains and brand preferences for over 50 product/service categories
Methodology

This year’s annual land survey was conducted between Apr-Mid June 2011 to profile and estimate ‘internet users’
in India. The survey covered ‘towns’ and ‘villages’ of all population strata in all the mainland states and union
territories in India (covering all the key, and 80 of the total 88 regions in India as per latest classification by NSSO)

The selection of towns and villages was done to attempt a best possible but a practical ‘geographical’ coverage
of the Indian population. The sampling within the selected towns was done on ‘2-stage random’ basis (firstly a
random selection of polling booths, and then a random selection of households from the electoral list within each of the randomly
selected polling booths);

village sampling was done on systematic random basis (selection of every nth house in the village)
Net usage dynamics, usage behavior and website preferences were captured from the ‘actual’ internet users in
an online survey using Juxt’s own 180,000+ member Internet User Panel (www.getcounted.net)

The online panel and survey data was made representative of the entire online Indian population (and not just of
the online panel members or those surveyed)
by using ‘demographic weights’ of internet users as derived from the land
survey

Representation ‘weights’ were derived and applied on 5 demographic parameters – zone, urban district/ village
class, SEC, gender and age, while correction was also made for ‘preferred language of reading’. Only authentic
‘Govt. of India’ base-level population statistics were used for this purpose (NSSO/Census)
Topline Findings
‘Growth’ is back!
 ‘Active’ Internet users in India stand at 65 million
 61 million ‘regular’ users
(
28%
from 51 million last year)
(46 mn urban users, 16 mn rural users)
 Internet reaches 29 million Indian households
(avg. users per household up marginally at 2.23)
 Covers 11.3% of all Indian households and 5.4% of all Indians
(13% urban, 2% rural)
 Over 4 in 5 are ‘daily’ users. Daily users’ base grew faster, at 33%
*
‘Active’ internet users = who have used the internet ‘in last one year’, ‘Regular’ internet users = use internet ‘at least once a month’
‘Multi-access’ , but mobile internet hasn’t taken off
 Access up from all places
(avg. place of access up at 2.23 from 1.76)
 ‘Home’ is the single largest place of access (58%), and the most preferred place
of access (43%).
Only ‘Home’ and ‘transit’ show growth in usage on ‘preferred place’ basis
 Growth largely ‘PC’ driven
(access on mobile phones still only among 1 in 4 internet user)
 Mobile adding only ‘depth of usage’
(8 out of 10 mobile internet users are ‘dual’ users, ‘only mobile’
based usage a lowly 3% - 1.8 million users)
 Overall, internet growth noticeably more in ‘metros’ and ‘urban uptowns’
Search, Interactivity, Entertainment and Shopping
Popular Online Activities – Top 10
% Internet Users
Undertaking
% Change From
last Year
Emailing
95%
+1%
Search or buy non-travel products
76%
+33%
Web info search (text, images)
74%
-
Download music
69%
-3%
Job search
62%
+6%
Social networking
61%
+8%
Search or buy travel products
59%
+25%
Instant messaging/chatting
57%
+1%
PC to mobile SMS
54%
-2%
Pay bills online
51%
+22%
29%
+2%
Online Activity
Visit local Indian language websites
Average number of online activities undertaken per person – 18
(+1)
Most Used Websites
Vertical
Top Website
– By Verticals
% Use
% Use Most
(Among Vertical Users)
(Among Vertical Users)
84%, 84%
(Google) 51%
Generic Portals (all-purpose websites)
Yahoo, Google
Emailing
Gmail
92%
61%
Instant Messaging
Gtalk/Gmail
73%
51%
Job Search
Naukri
78%
57%
Online News
Google
61%
32%
Online Travel Buy
IRCTC
81%
66%
Online Games
Facebook
51%
30%
Online Buying (Non-Travel)
Ebay
49%
31%
Real Estate
99acre
64%
(Google) 36%
Business & Financial News
Google
55%
36%
Online Share Trading (Trading)
Sharekhan
50%
30%
PC to PC Net Telephony
Google/Gtalk
89%
52%
PC to Telephone Net Telephony
Google/Gtalk
69%
(Yahoo) 46%
PC to Mobile Messaging (sms)
Way2sms
79%
59%
Net banking
ICICI Bank
49%
21%
Most Used Websites
Vertical
Top Website
– By Verticals
% Use
% Use Most
(Among Vertical Users)
(Among Vertical Users)
Matrimony
Bharatmatrimony
80%
56%
Friendship/Dating
Facebook
80%
48%
Share/upload Pictures
Facebook
77%
45%
Social Networking
Facebook
87%
59%
Professional Networking
Facebook
73%
(Orkut) 36%
Share/upload Videos
Facebook
69%
(Youtube) 43%
Non-cricket Sports
Espnstar
60%
34%
Cricket content
Yahoo Cricket
65%
(Cricinfo) 37%
Cinema content
Google
64%
43%
Watch Videos
Youtube
89%
78%
Financial Info & Quotes
Moneycontrol
47%
27%
Buy/Rent Movie CD
Ebay
64%
(Sify) 37%
Mobile content
Google
52%
33%
Book Cinema Tickets
Bookmyshow
16%
16%
Download Movies
Torrentz
63%
49%
Download Music
Songspk
62%
47%
Most Used Websites
Vertical
Top Website
– By Verticals
% Use
% Use Most
(Among Vertical Users)
(Among Vertical Users)
Listen/stream Music
Youtube
60%
27%
Share/Upload Music
Youtube
69%
50%
Health & Lifestyle Content
Google
75%
45%
Online Education and Learning
Google
76%
52%
Astrology
Astrology
46%
34%
Screensavers/Wallpapers
Google
72%
50%
E-greetings
123greetings
77%
67%
Search Locations/Maps
Google
94%
85%
Search for Higher Education Info
Google
87%
79%
Online Tutorials
Google
64%
43%
Search/Buy Books
Google
74%
58%
Online buying picking momentum!
 4 out of 5 internet users ‘shop’ online
(search or buy online)
, translating into a 50 million
strong online consumer base
 17 mn of these ‘online shoppers’
also ‘buy’ online -
70% from 10
outnumber ‘travel’ ones
(8.6 million)
(or 29% of all internet users),
million last year
 Online buyers of ‘non-travel’ products
(13.5 million)
 Most bought ‘non-travel’ products were
mobile phones & accessories (56%), computer hardware and
consumer electronics (35% each) and movie tickets (30%)
(83%) and air tickets (58%)
. Most bought ‘travel’ products were
train tickets
Almost half the online Indians ‘head’ their HH
 Almost 2/3rd of all internet users are ‘employed’
, and 71% of the employed
(up by 7%)
ones ‘head’ of their households
 2/3rd of online Indians belong to SEC A,B and C, with claimed ‘average’ monthly
family income of `18,720; 1 in 4 have a credit card
 Female user-ship ‘inch’ up further at 27%
(but ‘housewives’ segment declines)
 ‘25-35 years’ user segment grows further as the ‘single largest’ online age group
Their Consumption Lifestyle
Product Category
% Internet Users
Owning/Using
(Currently own/use)
Car
Motorcycle / Scooter
Product Category
% Internet Users
Consuming
(Bought and consumed personally in the last 3 months)
14%
40% / 10%
Noodles
55%
Milk Additives
58%
PC/Laptop
61%
Potato Chips
62%
Mobile Phone
93%
Biscuits
71%
TV
82%
Ketchup/Sauce
43%
Fridge
62%
Tea / Coffee
Camera
51%
Soft Drinks
60%
Ipod/Mp3 Player
26%
Fruit Juice
53%
Microwave
29%
Bottled Water
42%
AC
21%
Chocolates
73%
Saving Bank Account
83%
Hair Oil
72%
Credit/Debit/Cash Card
45%
Shampoo
76%
Life Insurance
45%
Fairness Cream
33%
Medical Insurance
21%
Deodorant
47%
Jeans
65%
Toothpaste
81%
Readymade shirts
58%
Soap bars
62%
Watch
63%
Face Wash
49%
Jewelry
36%
Moisturize / Body Lotion
36%
74% / 64%
Internet is ‘intrinsic’ to their lifestyle
 9 out of 10 ‘home’ and ‘office’ based online Indians log on to the net ‘daily’
 Almost half of all ‘home based’ net users are ‘heavy users’ of internet
hours a day on weekdays).
(spending >2
Less than 1 in 3 of them spend that kind time on other media
 Net surfing is among top 3 favorite ‘indoor entertainment’ for 3 out of 4 of them
 9 out of 10 of them (86%) use some ‘social media’ (networking, communities, blogs, tweets, reviews)
 ‘Listening to music’, ‘cinema’
(largely Indian)
and ‘gaming’ are their biggest hobbies
Report Details & Price
Reports
• Like in 2010, all the India Online reports are available as query-based online
datasets with findings presented as tables/graphs/charts
(no PDF reports anymore)
• There is an overall level dataset, called ‘India Online Universe’, with findings
presented on the base of ‘all internet users’
• In addition, there are a series of supplementary datasets with each dataset
presenting findings at a specific ‘category’ or ‘user segment’ base level
(here
the sample base is the ‘subset’ of internet users belonging to a specific ‘user segment’ like women , youth, SEC wise, town type
wise, etc; or undertaking a specific ‘online activity’ like emailing, social networking, job search, etc. The supplementary dataset
outlines the internet usage behavior and preferences of these subsets of internet users only)
Note: Reporting of any supplement dataset is subject to collection of sufficient sample responses in the survey
Juxt India Online Syndicated Datasets
Overall Internet User
Level Dataset
Consumer Segment
Datasets
Online Verticals
Datasets
Youth Online
Generic Portals
13-24 year old internet users
Women Online
Women internet users
Urbanites Online
Net users by their SEC profile
Online Socialites
Social media users on the net
Net users by place of access
Mobile & Online
Net users using internet on mobile phones
Net users by type of connection
Online City Line
Corporate employees on the net
Students Online
Investors Online
Net users by town classes
Students on the net
Net users as financial investors
Car & 2-wheeler owning net users
CC Online
Online Lingua
Vernacular language net users
Matrimony
Social Networking
Emailing
Online News
Search Engine - English
Search Location/Maps
Online Sports Content
Corporate Online
Auto Owners Online
Job Search
Professional Networking
Rendezvous Online
Speed Online
Non-travel products
Online Travel
India Online Universe
All Internet Users – Demographics,
Psychographics, Internet Usage, Media Usage
Online Shopping
Credit card owners as net users
Financial Info Search
IT Professionals on the net
Astrology
Online Share Trading
Net Telephony
Book Movie Tickets
Online Games
Download Movies
Online Music
Download Videos
Online Real Estate
Techie Online
Cricket, Other
Sports
Picture Sharing
Mobile Content Download
Pricing*
Universe Dataset
(All India, Urban/Rural)
Master Dataset
(All India, Urban, Rural, State-wise, Town class-wise,
Village class-wise, Top 20 urban districts individually)
Annual Dataset Only
Annual Dataset + 3
Quarterly Updates
Annual Dataset Only
Annual Dataset + 3
Quarterly Updates
`150,000
`300,000
`250,000
`500,000
Any Single Segment / Vertical
Dataset Only
`150,000
`300,000
`250,000
`500,000
Base Dataset + Up to 5
Segment / Vertical Datasets
`300,000
`600,000
`500,000
`750,000
Base Dataset + Over 5 (max. 15)
Segment / Vertical Datasets
`450,000
`900,000
`750,000
`1,050,000
Base Datasets Only
(All net users)
* Key Findings PowerPoint Report for any dataset (only on order) – Rs. 50,000 per dataset
* 10.3% service tax extra
Payment Terms & Delivery
•
Payment Terms
: 50% advance, 50% after delivery of all datasets/reports
•
Delivery Timeline
: Base Datasets (India Online Universe / India Online Master Dataset)
Week of 18th July 2011
: Supplementary (Segment / Vertical) Level Datasets
2 days per dataset thereafter from date of order
: PowerPoint Report
1 week per dataset report thereafter from date of order
• Reporting Format
: Query access based online dataset
Information Coverage
India Online Landscape Dataset
(Information Coverage)
Size Estimates of Internet Users in India
(All India, Urban/Rural, By States, By City Class/Village Class, Top 25 urban districts)
•
Total internet using households, No. of internet users per household, Total Internet using individuals
•
Regular internet users (at least once a month) versus occasional internet users
•
Users accessing internet from only mobile, only computers, both mobile and computers
Geographics of Internet Users
•
Region, State, Urban/Rural area, City Type/Village Type, Top individual urban districts
Personal Demographics of Internet Users
•
Gender, Age, Weight, Height, Marital Status, Generational classification by age, Status in the household (CWE or other
earning member or dependent member of the household)
•
Occupation, Individual Income classification (if earning), Education, Medium of education, Preferred language of reading
Personal Psychographics of Internet Users
•
Current Priorities & Aspirations: Most important priorities in life currently, Parameter that defines ‘status in the
society’ for them
•
Current & Pastimes: Current hobbies and interests, Favorite indoor and outdoor activities/pastimes,
India Online Landscape Dataset
(Information Coverage)
Other entertainment/outing activities undertaken regularly, Current living celebrity look up to
•
Personal likes & preferences: kind of music listen to, kind of movies like to watch, favorite sports, food and clothing
Personal Consumption Lifestyle Orientation
•
Enthusiasm towards shopping
•
Factors give preference to when deciding place of buying
•
Attributes give importance to most when buying products and services
Personal Consumption Preferences
•
Whether use/avail of the following products and services, along with brand used:
Banking & financial services - saving bank account, life insurance, medical insurance, owns a credit card with card type
owned, whether owns a Demat account and invests in financial instruments
Processed foods & beverages - Milk additives, Namkeens, Potato chips, Jam, Noodles, Pasta, Corn Flakes/Oats, Frozen
Vegetables, Frozen Meat Products, Ketchup/Sauce, Packaged Cakes, Biscuits, Chocolates , Toffees/Candies, Mouth
Fresheners, Chewing gums, Coffee, Tea, Soft Drinks, Fruit drinks, Fruit Juice, Bottled water, Squashes/Concentrates
Personal care products – Soap bars, Shower gel/Body wash, Shampoo, Hair conditioner, Hair oil, Hair gel, Hair color,
Face cream, Fairness cream, Moisturizer/Body lotion, Talcum powder, Deodorant, Perfume, Face wash, Face cleansers,
Toothpaste/powder, Tooth brush, Mouthwash, Hand-wash liquid soap, Hand sanitizer gel, Toilet paper
India Online Landscape Dataset
(Information Coverage)
Wearables - Jewelry, Watch, Readymade Shirts, T-shirts, Readymade Trousers, Jeans, Readymade suit, Shoe, Innerwear
Travel services - whether availed of any in last 3 months – air travel, train travel, bus travel, hotel stay, holiday package
•
Whether in next 6 months likely to finish education, change job, get married, or expect a birth in the house
•
Whether order Pizza for home delivery
Personal Mobile Usage Behavior
•
Whether uses a mobile phone, No. of connections/SIMs used, Whether has landline phone at home
For most used connection – type of connection technology, plan type (pre-paid/post-paid), Service provider name,
Services subscribed to, Handset brand, Price of handset and features present on this most used handset
Personal Media Usage
•
Whether use TV (including genre of channels watched), Whether use Radio, Newspaper and Magazines
•
Daily duration of usage during weekdays and weekend for each of the media used
•
Most watched TV channels by genre of channels, most read newspaper and magazines, most listened to radio channel
India Online Landscape Dataset
(Information Coverage)
Household’s Socio-Economic Profile
•
Family classification by lifecycle stage, Family size
•
Highest occupation and education level in the household, Neo-SEC Classification, CWE Occupation, CWE Education,
Conventional SEC classification
•
Monthly Household Income (MHI), No. of earning members in the family, Average per capita household income,
•
Ownership status and size (carpet area) of house living in
•
Durables and Kitchen wear owned in the household - House, Car, Motorcycle, Scooter, Bicycle, B/W TV, Color TV, Home
theater, TV Connection, Fridge, Washing Machine, Air Conditioner, Microwave, Music system, Portable music player,
VCD/DVD player, Regular Camera, Digital Camera, Video Camera, PC/Laptop, Video Game Player, Inverter/UPS, Electric
iron, Geyser, Water purifier, Food processor, Toaster, Sandwich maker, Electric chimney
India Online Landscape Dataset
(Information Coverage)
Net usage status and dynamics
•
Years of experience in using the net, Place of access (home, place of work, cyber café, transit, choupal/gram panchayat)
•
Net usage details by the most preferred place of access – frequency of usage, duration of usage, speed of connection
•
Online (and offline) marketing stimulus responded to (banner ads, search ads, virals, contest, e-mailers, newsletters)
•
Popular languages of internet usage, most used websites for each of these languages
•
Social Media & Blogging - proportion of internet users reading, commenting and owning blogs, review products, use
twitter, upload content online, etc.
•
Whether uses internet on mobile phone, type of access (WAP, Pre-installed applications, Browse directly, Push mail),
internet activities undertaken on the mobile phone, reasons for not using internet on mobile where applicable
Online shopping behavior (Only in ‘Online Travel’ and ‘Online Shopping’ Dataset)
•
Penetration of online shoppers (only search) and buyers (search and buy), Reasons for not buying online where applicable
•
Travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying, average monthly spends
•
Non-travel products bought and searched in last 1 year, search-to-buy ratios, frequency of buying, average monthly spends
•
Online payment modes used
•
Motivations of buying online and problems faced while buying online
India Online Landscape Dataset
(Information Coverage)
Popular online activities undertaken and most used websites
•
•
Most used generic website/portal
Whether undertake, and the most used website for each of the following online activities:

Emailing

Instant Messaging/Chatting

Use Emailing on Mobile

Follow Tweets

Info Search (English)

Location/Map Search

Job Search

Travel Search/Booking

Real Estate Info

Online Shopping (other than travel products)

Search/Buy Books

General News

Business/Financial News

Financial Info (rates, quotes, etc.)

Net Banking

Online Share Trading

PC to PC & PC to Phone based Net Telephony

PC to Mobile messaging (SMS)

Matrimonial Search

Dating/Friendship

Social Networking

Sharing Pictures

Sharing Videos

Watch Videos

Professional Networking

Pay Bills Online

Gaming

Stream/Listen to Music

Download Music

Download Movies

Cricket Content

Cinema Content

Non-cricket Sports Content

Book Movie Tickets

Download Mobile Content

Educational Info Search

Health & Lifestyle Info

Online Education/Tutorials

E-greetings

Astrology

Online Communities
Contact Details
• Address
: 7, Kehar Singh Estate, Westend Marg
Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone
: +91-11-29535098, +91-9811256502
• Contact Person
: Sanjay Tiwari
• Email
: sanjay@juxtconsult.com
• Website
: www.juxtconsult.com
Thank You!